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Brain Studies and Conversion
 

Brain Studies and Conversion

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Yulia V Smirnova speech on Aug 25, 2012, Sao Paulo, eCommerce Brazil 2012 @2pm. ...

Yulia V Smirnova speech on Aug 25, 2012, Sao Paulo, eCommerce Brazil 2012 @2pm.


Site experience is all about facilitating the right environment to bring to attention what shoppers came for, keep it focused for some time to solidify the decision and bring them back to repeat the same actions.

http://www.memesponge.com/2012/09/brain-studies-behind-conversion-behavior/

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  • Yulia Smirnova, Site Experience Manager at Walmart.com US in San Francisco Bay area.  In her work, she is responsible for identifying 80/20 revenue opportunities for online business through observing patterns in online shopping behavior & streamlining their site shopping experience. Her past accomplishments include: optimizing SEO and conversion for Shopping.com, part of eBay and cart & checkout experience for Texas Instruments. Yulia’s expertise is a rich mix of online marketing, psychology, user experience, design, web analytics and recently neuroscience.  
  • Handpicked products are more convertible & higher AOS/10% more than rest

Brain Studies and Conversion Brain Studies and Conversion Presentation Transcript

  • Brain Studies & ConversionYulia V SmirnovaSite Experience Manager @ Walmart.com UShttp://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com@memespongeAug 25, 2012
  • Brain Studies &Conversion
  • Attention= mental $$$
  • Attentiondrives any human action
  • David Copperfield Magician Source: Google image, YouTube
  • 3 ways to Manage Attention①Control the Stage Experience②Sprinkle Dopamine into Site Experience③Pump up Oxytocin into Shopping Experience
  • Control the Stage ExperienceBe a magician Take shoppers attention where you want it to go
  • Decision Making in a Human Brain Source: David Rock, Your Brain at Work
  • Decision Stage in a Human Brain NOT XXXL size
  • Decision Stage in a Human Brain Likely xs size
  • Control the Stage ExperienceReduce Functionality
  • Control the Stage ExperienceReduce Functionality
  • Control the Stage ExperienceLimit & Guide Implicitly Source: Dan Lockton, Design with Intent, Perception Lens
  • Control the Stage ExperienceSimplify, Automate, Integrate
  • Control the Stage ExperienceDo the AUDITION for THEM Source: Holly Carrington , IRCE 2102
  • Control the Stage ExperienceBe a magician Reduce, simplify, guide implicitly Do the work for them Source: Google image
  • Sprinkle Dopamine into Site ExperienceOrganic chemical in human brain springs our thoughts and muscles in action, helps to focus attention Source: Google
  • Sprinkle Dopamine into Site Experience Source: my Facebook feed
  • Sprinkle Dopamine into Site Experience Source: my Facebook feed
  • Sprinkle Dopamine into Site Experience Novelty, Surprise, Humor Source: Etsy.com
  • Sprinkle Dopamine into Site Experience Novelty, Surprise, Humor
  • Sprinkle Dopamine into Site Experience Novelty, Surprise, Humor
  • Sprinkle Dopamine into Site Experience Novelty, surprise, humor activate dopamine Dopamine re-focuses attention It feels like a reward Sometimes, it’s addictive Source: Daniel Amen, Your Brain in Love
  • Pump Up Oxytocin into Shopping Experience
  • Pump Up Oxytocin into Shopping Experience  Organic chemical in human brain triggers bonding, attachment, also known as a “Love hormone” Source: Daniel Amen, Your Brain in Love
  • Pump Up Oxytocin into Shopping Experience HUMANIZE“Your shopping cart is so needy….”
  • Pump Up Oxytocin into Shopping Experience HUMANIZE
  • Pump Up Oxytocin into Shopping Experience HUMANIZE
  • Pump Up Oxytocin into Shopping Experience HUMANIZE Source: TeaCollection.com
  • Pump Up Oxytocin into Shopping Experience Integrating social, humanizing shopping xp activates oxytocin Oxytocin drives repeat visits Repeat visits reinforce focused attention now or later Eventually, they convert & bring entire village with them
  • 3 ways to Manage Attention① Control the Stage Experience② Sprinkle Dopamine into Site Experience① Pump up Oxytocin into Shopping Experience
  • 3 ways to Manage Attention 2.1. Make Surprise it easy me 3. Be human
  • Attention is more than $$① Attention = intention② Focused attention = action③ Repeat focused attention = retention
  • Muita Obrigada Yulia V Smirnovahttp://www.linkedin.com/in/ysmirnovaBlog: www.memesponge.com@memespongeyulia@memesponge.com